Learn How To Do Things

Like many web site owners using pay per click advertising, you may be experiencing an ominous trend in your Quality Scores from AdWords. Google may be marking your scores as “poor” and hitting you with an “Inactive for Search” message. A previously thriving PPC account is now disintegrating before your eyes.

What’s bringing you down? It could be a number of things. Look to see if your ad text is relevant enough to each of the keywords they appear on. Are your ad groups too broad? Are they stuffed with a variety of keywords that can’t be directly spoken to with your ad copy? Break those up. There’s other nuances as well.

So, how can you impress the Google Adwords algorithm and be a frontrunner in the PPC field while keeping your ad spend down? The answer isn’t a quick fix. You more than likely need to prepare yourself for a marathon rather than a sprint. However, victory is sweeter at the finish line.

The client accounts we see at our pay per click managment company almost always have to be overhauled. Google Adwords has changed — those old account structures are no longer as effective as they once were and you need to adjust as well.

Examine your campaigns. Do you have just a few ad groups stuffed with lots of keywords? If so, you are more than likely missing your target with your ads. Think how you can be relevant with each and every keyword.

To help your Google Quality Score, your ads will need to be dialed in correctly. Without focus your click through rates and ad groups will suffer, dragging down your entire campaign.

Another powerful way to throttle up Quality Scores is simple, but the difficulty lies in the execution — daily split testing. With consistent, daily monitoring and testing of your ppc ad copy, you’ll see your click through rates and Quality Scores rise. The key is to do this continually.

If you are investing a good chunk of money in today’s PPC marketplace, you’ve got to protect it. Not only is it becoming more and more competitive, the Quality algorithms that the PPC engines throw at advertisers force you to refine and optimize — not once, but as an ongoing practice.

Make the effort! A successful pay per click program needs a knowledgeable manager whether it be yourself or you hire out. If your man hours are just not there, look to a pay per click management company. Don’t short change yourself when it comes to the energy you put into PPC. Unattended keywords can drain on your funds on a daily basis, so don’t delay!

About the Author:

Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management firm. Check out his site to discover more about how to improve your PPC ad campaigns and performance.

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